梧州六堡茶绿色营销探讨本科论文.doc

梧州六堡茶绿色营销探讨XX学院毕业论文论文题目梧州六堡茶绿色营销探讨系别专业班级学号学生姓名指导教师完成时间年月摘要绿色营销已成为21世纪企业营销发展的新趋势，企业在生产经营过程中以绿色营销作为指导思想，符合消费者的绿色需求，有利于取得独特竞争优势，得到更多的市场机会，获得更多利益，有助于提升企业的良好形象，利于企业长远发展。近年来，黑茶产品在市场上异军突起，黑茶消费群体的日益庞大给六堡茶带来了极大市场空间和发展机遇。六堡茶作为历史名茶，因原产于苍梧县六堡乡而得名。然而由于营销手段的单一和营销理念的落后制约了梧州六堡茶产业做大做强。在此背景下，对梧州六堡茶进行绿色营销进行了分析。本课题研究方法为应用研究，研究措施主要是通过查阅相关文献资料进行。本文内容从五个方面进行分析：第一部分主要阐述绿色营销理论和梧州六堡茶实施绿色营销的背景；第二部分论述梧州六堡茶实施绿色营销的意义；第三部分和第四部分是本论文的重点，主要深刻剖析梧州六堡茶实施绿色市场营销的优势和障碍因素分析；第五部分根据梧州六堡茶实施绿色市场营销的现状，提出相应的对策及建议。关键词：六堡茶绿色营销优势策略TheResearchOfTheGreenMarketingOfLiupaoTeaInWuzhouAbstractTheGreenMarketinghasbecomethenewtrendofthebusinessmarketingdevelopmentinthe21thcentury.Inthemanufaturingandoperatingprocess,enterprisesareguidedbytheidelogyoftheGreenMarketing,whichcomformstocustomers’needsofhealthfood.Thereforeenterpriseswillbecomecompetetiveinordertowinalargermarketandhigherinterests.Moreover,theGreenMarketingalsohelpstoestabishagoodimageoftheenterpriseswhichisgoodtotheirlong-termdevelopment.Recently,DarkTeaappearsinthemarket.ThelargernumberoftheDarkTeacomsumersbringsalargerdevelopmentspaceandmoreopportunitiestoLiupaoTea.LiupaoTea,astheabrandofteainhistory,originsinLiupaoXiangTownship,CangwuCounty.ItssinglemeansofmarketingandbackwardofmarketingconceptresultsinthelowdevelopmentoftheindustryofLiupaoTeainWuzhou.Underthiscircumstance,thethesisanalysizestheGrennMarketingoftheWuzhouLiupaoTea.Thistopic,onthebaseoftheapplicationresearch,mainlyanalysizingbysearchingforrelatedliteraturesandinformation.Thisthesisisbasedonfiveparts.ThefirstpartisaboutGreenMarketingtheoryandthegreenmarketingbackgroundofWuzhouLiupaoTea.Thesecondpartisthesignificanceofthegreenmarketing.ThefollowingpartisattachedmostimportanceastoanalyzetheadvantagesandthedisadvantagesofthegreenmarketingofWuzhouLiupaoTea.Thelastpartisthestrategyandproposaluponthecurrentsituation.Keywords:LiupaoTeaGreenMarketingAdvatsgesStrategy目录前言1一、梧州六堡茶绿色营销概述1（一）绿色营销概述1（二）梧州六堡茶及其产销情况1（三）实施绿色营销是中国茶叶营销的发展趋势2二、梧州六堡茶实施绿色营销的意义2（一）有利于提高企业的经济效益3（二）有利于树立良好的企业形象3（三）有利于增强市场竞争力3（四